创业孵化必知EDIP-Business_Plan

1、Business PlanBUSINESS PLANWhat is a business plan?Definition:A BUSINESS PLAN IS A DOCUMENT WHICH EXAMINES THE VIABILITY OF A PARTICULAR PROJECT.THE PURPOSE OF A BUSINESS PLAN To arrange thoughts in a logical order To highlight a profitable opportunity To demonstrate the viability of the business and

2、 the potential to grow To analyze resource needed and ways to procure them To raise funds from a bank or investors To simulate reality and anticipate pitfalls before they occurIn short a business plan shows where you are ,where you are going and how you propose to get thereVS. FEASIBILITY STUDY To p

3、rovide an overview of the primary issues related to the business idea Conducted during deliberation phase of the project development cycle To know if the business venture is worth the time, effort and resources Looks at three major areas: Market issues Organizational / Technical Issues Financial Iss

4、uesTARGET AUDIENCEA business plan is usually written with a target audience in mind: Internal Bank Investor CompetitionCONTENTS OF A BUSINESS PLAN Executive Summary Business Description Industry Analysis & Trends Products and Services Target Market Competitors Analysis Strategic Position & Risk Asse

5、ssment Marketing Plan & Sales Strategy Operations Technology Plan Management and Organization Development, Milestones & Exit Plan The Financials The Appendix EXECUTIVE SUMMARY The Executive Summary is the single most important section of the business plan!In a short space, you must let the reader kn

6、ow that: Your basic business concept makes sense Your business itself has been thoroughly planned The management is capable A clear-cut marketing exists Your business incorporates significant competitive advantages Your financial projections are realistic Investors or lenders have an excellent chanc

7、e to make money BUSINESS DESCRIPTION The business description is the section where the company conveys to the readers simple but complete information about the business. This includes: Business Name Business Objectives Mission Statement Legal IssuesINDUSTRY ANALYSIS & TRENDS Knowing which sectors an

8、d industries your business may be included is the first step in this procedure. This will enable you to see how your business will be affected by the overall performance of the sectors and industries.Factors to consider: Size and Growth Rate of Your Industry Sensitivity to Economic Cycles Seasonalit

9、y Technological Change Regulation/Certification Supply and Distribution Channels Financial PatternsPRODUCTS AND SERVICES This section must be informative enough, offering an easily understandable image without boring details. Emphasis should be placed on the difference you products/services make on

10、the market. Product & Service Description Impact on the Market Positioning: Quality vs. Cost Sourcing Analysis Presentation of TechnologyTARGET MARKET Identify the market segments (customers) you wish to reach. The definition of your target market should meet these criteria: Definable: with specific

11、 characteristics Meaningful: characteristics should relate to the decision to purchase Sizeable: large enough to sustain profit Reachable: affordably and effectively market to potential customers . “everybody is not a target market!COMPETITORS ANALYSIS Every business has competition. Honestly evalua

12、ting your competition will help you better understand how to position your business for success.In writing this portion of your business plan, provide the: Description of Competition Market Share Distribution Competitive Positions Barriers to Entry Strategic Opportunities COMPETITORS ANALYSISIt is a

13、lso beneficial to analyze the customer perception of a business: Product/Service Features Indirect/Peripheral Costs Quality vs. Cost Durability/Maintenance Image/Style/Perceived Value Customer Relationship Social ConsciousnessSTRATEGIC POSITION & RISK ASSESSMENT A strategic position defines what you

14、 do. A well-drawn strategic position influences almost every aspect of your business, such as the development of the products or services, marketing, operations, and choice of location.It is in this portion of the business plan where the reader finds: your strengths and weaknesses industry trends an

15、d developments market changes and opportunities competitive changes and opportunities changes and opportunities brought through new technologies.MARKETING PLAN & SALES STRATEGY The business message is sent through your companys marketing. This message is based on the strategic position the business

16、stakes out for itself and emphasizes particular attributes. Marketing experts stress on the Four Ps in influencing the customers to buy: Product: tangible aspects of the product or service itself Price: cost advantage Place: locations convenience and dcor Promotion: amount and nature of the marketin

17、g activities OPERATIONS The Operations Section of the business plan explains the day-to-day functions of the business. This is where the theories are translated into practice. Facilities (Location, Lease, Utilities/Maintenance) Production (Labor, Productivity, Capacity, Quality Control, Equipment, S

18、tock Control) Methods in Stock Management Supply and Distribution Order Fulfillment and Customer Service Research and Development Financial Control Contingency Planning Other Operational IssuesTECHNOLOGY PLAN Every business needs technology. This helps in achieving higher production at a shorter tim

19、e. This section will help you outline your technology needs. It will enable you to understand the scope of your technology needs and create a more realistic technology budget.These are some functions that may be requiring or benefitting from technology: Accounting, taxes, finances Order taking and t

20、racking Stock control Database Mailing list Internal communication Desktop publishing/graphics Production Internet sales Internet marketing/website/email Communication with customers Presentations Personnel/human resource management Order fulfillment / shippingMANAGEMENT AND ORGANIZATION Many invest

21、ors base their investment choices almost entirely on the strength of the people involved in the enterprise. Their experience and personalities will have a greater impact on the long-term fortunes of the business than the product/service itself. In writing this section in your business plan, be hones

22、t in evaluating your key employees strengths and weaknesses. There should also be clear organizational responsibilities and a method to motivate employees.DEVELOPMENT, MILESTONES & EXIT PLAN In this part of the plan you will write about the steps that will take your business form where it is now to

23、where you want it to be.It is good to spell out the specific ways whereby your business can be judged and the risks involved in its activities.Acknowledging and understanding the risks involved in any business activity is the first step to mitigate them.The two most important parts of this section a

24、re the Milestones List and the Exit Plan Description.THE FINANCIALS Numbers represent your decisions. They are neither magical nor menacing but reflect other decisions you have made previously in your business planning. Every decision lead to a number and taken together, these numbers form the basis

25、 of your financial forms. These are results of you careful planning.Guidelines for Preparing Your Financial Statements: Be Conservative: avoid the tendency to paint the brightest picture possible; doing so reduces your credibility Dont be creative: use the standard formats and financial terms Follow

26、 the practices used in your industry Use the appropriate accounting method Be consistent: make a decision and stick with it for all your accounts, otherwise you cant compare one years figure to another THE APPENDIX Your plans appendix is the proper place to provide information that supports, confirms, and reinforces conclusions you reach in the plan. This include information such as: CVs of Key Managers Marketing Material Letters of